Design is all about visual knowledge and aesthetics and how to use the various elements together. Efficient designs quickly grab people’s attention, whereas, on the contrary, a bad or less eye-pleasing design is discarded. The same could be said for a brand identity; if they use good designs in their marketing strategies, they can grab the intended audience’s attention and expand; otherwise, they will go down the drain. It is crucial to create, maintain, and market a brand image through creative design as it directly impacts a business’s performance.
The importance of design in marketing has been known for years now. Design is a crucial process that can make or break a marketing campaign. Consumers are constantly bombarded with messages with unique designs in this digital age, and your business gets only one chance to make an impression on potential clients or consumers. It is pertinent that companies focus on designing their brand and marketing campaigns to survive and flourish in this increasingly competitive business world.
The increased demand for unique designs for business cards, websites, and other business essentials, has also increased the demand for competent designers. Several top-rated designers and digital media companies are offering their services worldwide. Just go through their portfolios and choose the best per your need and want. For instance, if you live in New Zealand, gusto is an expert graphic design company in Wellington, which consists of a group of designers who can help can help your business to expand and get a unique identity by creating a brand image that stands out.
In this article, we are going to discuss the role of design in marketing and branding in detail.
Marketing trends are evolving rapidly. Nowadays, many companies rely on visual tools to market their content. Design can play a crucial role in effectively marketing and branding your business in the following ways;
People enjoy visual information as they are naturally drawn to colors and awe-inspiring things. Companies that integrate eye-pleasing graphics in their marketing and branding campaigns are more popular with consumers. If you present your design in a creative, clear, and concise way, people are more likely to understand your company’s message without any hassle.
Designing a visually pleasing website can strengthen your brand’s image and help marketing and business growth. It is crucial to design websites strategically so that visitors become your clients before leaving.
For example, include a call-to-action button on each website page that leads visitors to a landing page displaying products or services you are offering. If the landing page successfully sells your product or service, it means you have a well-designed website. It is essential to design an easy-to-spot call-to-action button and make the design of your website easy to navigate for gaining new clients.
Having a unique brand identity is essential because people will trust and recognize your business, and your business will thrive. Good designs can increase the visibility of your brand both online and offline.
If all your company’s marketing and branding campaigns are designed well and support your brand’s identity, then it depicts your company’s professionalism and attention to detail. Moreover, the credibility of your brand will also increase in the market.
A good design can say volumes about your company’s product quality, market position, credibility, and professionalism. Every piece of visual content that your company releases should convey something about your company’s beliefs and values.
It would be best to focus on creating a professional design that delivers the company’s core values to establish a positive image of your business. Moreover, it causes people with similar beliefs and values to support your business and become your customer.
Now that you understand the importance and role of good design in marketing and branding, we will discuss some strategies that can help you design excellent marketing campaigns, visiting cards, websites, promotional materials, and more.
Some ways to create impactful designs include;
People respond more to relatable and inclusive content. Relatability through a design is powerful and can be used as a tool to successfully design marketing campaigns to reach the target audience, gain potential clients and increase sales and profits.
Feeling included in your marketing campaigns can prompt people to connect with your brand name. It also causes more people to respect, promote, and support your brand. An example of inclusive marketing design is Dove’s The Self Esteem Project. The beauty products company designed a webpage that displayed an image of models of all shapes and colors. The campaign was a success and helped the company become relatable for a wider audience.
Trends change every season, and several brands follow a similar aesthetic. Seeing similar designs from different brand campaigns can frustrate the consumers, and your brand won’t stand out to them either. Therefore, it is okay to stick to your unique brand style instead of following trends.
In addition, it is necessary to note that not every trend is in accordance with your company’s beliefs and values. A marketing team should carefully assess which trends to cash on and let go of. Hoping on trends does have various benefits because trends can help you reach a wider audience. However, if following a trend disrespects your brand’s image, it is better to avoid jumping on the bandwagon.
Several reputable companies design their holiday campaigns a year before the holiday dates. It is beneficial to highlight all the major and minor holidays and design themes around those. Make fun and witty designs for less-known holidays like laughter day, grilled cheese day, and more.
These designs will introduce many of your consumers to holidays that they didn’t even know existed. Such memorable moments can help you attract more customers—all brands design Christmas and Easter-based campaigns. However, designing holiday campaigns for lesser-known holidays can provide you with a competitive advantage.
Sticking to your brand identity is essential, but it is okay to refresh and rebrand if needed. Well-established brands like Google, Facebook, Pepsi, and more have also updated the designs of their logos over the years. Keep experimenting with different designs to reach more audiences and stay creative. However, carefully assess whether a new design is more beneficial than harmful to your brand identity before implementation.
Simple designs are more popular among people nowadays. Complicated and cluttered designs, providing too much information at once, are not appreciated by people. Therefore, using simple and minimal designs is better. Consider which will translate better onto something small like a business card: a minimalist design or a complex one?
You may think that simple designs can be unamusing. However, it is possible to design eye-catching and minimalistic designs by;
Using free stock image websites to market your content is not a good idea because your competitors are probably also using the same images from the same websites. If you don’t opt for good and quality images, you might lose your consumer base causing your business to lose its worth.
Therefore, invest in acquiring good images and image editing tools. Keep gathering quality images or photos over time and build a library so that you can have a variety of professional images to be used in your marketing campaign when required.
Several marketing companies and designers use a similar design and format for several campaigns. Diversification is essential to design exciting marketing campaigns. Minor changes like moving the text to the right side or using a smaller image can make a huge difference. Constant diversification keeps the audience engaged and responds more to your campaigns. Other ways to diversify your design include;
A diverse presentation can help present old ideas in a new way to the audience.
Design is a powerful tool that can be used for effective marketing and branding of a business. The future of a company depends on good design. Its role is to effectively communicate a brand’s message, bring in new clients, increase the company’s visibility, help the brand stand out, and convey its’ values. Therefore, design plays a crucial role in the growth of a business as well as in gaining and retaining clients.
Hope this article helps you in understating why design is important for marketing and branding and encourages you to think deeply about it. Furthermore, we have also discussed some strategies to help you understand how you can design professionally that will help you in your marketing and branding campaigns.
If you do not work as an employee of a huge media house where you have to toil with lots of graphics and statistics you may still like to incorporate some infographics in your own articles. Thanks to the internet and other sources today we can get lots of information on a single topic. Therefore, as an articles writer it is quite natural for you to offer as much information as possible to the readers. But sometimes too much of information can make the articles boring and can be too heavy for the readers to digest.
To put all the information in subtle and effective way you can use infographics in the articles as it helps the readers to understand complicated data and information. Apart from that it also work like the images and the headings of the articles that work effectively in attracting the readers towards the articles.
Following are the few effective tips which can help you to design better infographics:
While incorporating infographics into your writing you should design them in such a way so that the idea becomes clear to all. Unless you are presenting any research paper elaborating lots of studies and fact you should not expect that your readers will go through each and every line of your writing. Though it does not mean that you have to use graphics in every line. It is suggested that you can highlight some major points and numbers in your articles with the graphics.
While designing an infographic you should always keep in mind the final layout. Your entire effort will be futile if you do not bother about the size of the graphics as the final layout will be appeared as a distorted one. A number of writers present their articles with text link where the readers are needed to click only to view the infographics related to the articles. But this is not at all the right process. The article should carry the infographics along with the contents. Though you can provide text links if the resolutions of the images are high but otherwise putting the image in the article itself would be better as they help to understand the content better. Apart from that an image in the content itself helps the readers to share the image with the others through any social media website.
While incorporating infographics you should make the perfect combination of the data and their explanation so that the readers can easily understand the whole thing. Unless you are writing for a particular class of people on a certain topic or preparing any scientific document you have to make the entire thing very simple and easy to understand so that the general people can read and understand it easily. Try to be smarter while presenting such articles that contains lots of graphics. Your writing should have a professional look including all the numbers, infographics and data.
Sometimes the wrong use of infographics can lead the readers to wrong conclusions about the entire subjects. You should always cite the resources of your data and the information so that the readers can go to the deep into the content if they find it interesting.
While designing infographics you should be well aware of the geometry and try to visualize the various areas that will be used. While you are trying to express the scale of the data a number of graphics use various images and shapes in order to display the amount related to each other. If the reader is an expert he will observe the entire area of the image that has been used not only the height.
These are some of the most effective tips for the journalists who are trying their hands in designing infographics. Apart from these five tips there are a number of important qualities such as gracefulness, variety, accuracy, creativity etc are required to use infographics. Incorporating infographics is not an easy task. It requires lots of practice and visualization.
If you are not that confident you should take help from any professional infographic designer. If you are a professional then you can take help from infographic design agency who are professional enough to understand your requirements and design the content according to that.
About the Author:
The above article is written by JAD who is associated with Infographic Design Team as their creative writer. He believes that Incorporating infographics is not an easy task. It requires lots of practice and difficult Data Visualization Services.